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CyberLab.Team
Google Partner · since 2015

Ads Audit

Your Ads Pay for Themselves, or We Find Out Why They Don't

Most accounts leak budget on settings nobody has reviewed in months. The audit finds exactly where.

An ads audit is a one-time, read-only review of your Google Ads and Meta (Facebook/Instagram) campaigns against 39 checkpoints, done for businesses running paid ads, so you can see exactly where budget leaks and what to fix first.

Independent review of your advertising. We check targeting, creatives, bidding and identify budget leaks.

Google Partner · Working since 2015 · CyberLab.Team OÜ (EU, GDPR) · Fixed price, report + walkthrough call
Get Free Ads Audit
-35%
ad spend reduction
39+
39-Parameter Ad Audit
Sales up
after implementation
11+
years as Google Partner

* After implementing recommendations. 490+ businesses helped since 2015

What we audit

Campaign structure
Ad groups, keywords match types, negative keywords, campaign settings and budget allocation.
Budget efficiency
Wasted spend detection, CPC analysis, budget pacing and bid strategy evaluation.
Targeting & audiences
Location, device, demographic targeting; audience lists, remarketing setup.
Ad creatives review
Headlines, descriptions, extensions, RSA performance and Quality Score analysis.
Analytics & conversion tracking
GA4 / Google Tag setup, goal tracking, attribution model, data accuracy.
Contractor check
Independent review of what your current agency is actually doing, are they delivering value?

Conversion tracking and CRM: where the audit starts

If your deals close in a CRM or over the phone, Google never learns which clicks turned into revenue. It optimizes toward the last thing it can see, usually a form fill, and no amount of bid tuning corrects for that. Offline conversion import closes the loop. On any account with a sales cycle longer than a checkout, whether that loop exists is the first thing we check.

What we check
  • Whether the GCLID is captured on your form and stored against the lead in the CRM.
  • Whether closed deals are sent back to Google Ads as offline conversions, with a value rather than a count.
  • Whether enhanced conversions for leads is in place where the GCLID is missing, such as phone calls.
  • Whether the conversion actions the account optimizes toward are the ones you actually get paid for.
  • Whether the time between click and closed deal fits the conversion window in use.
Why an audit without this is incomplete
  • A long sales cycle means the deal closes weeks after the click, and Google stops counting at the form fill.
  • Smart Bidding learns from what it receives. Feed it form fills and it buys more form fills, including the worthless ones.
  • Phone leads vanish from the data unless calls are tracked, which is common for local services and B2B.
  • Cost per lead looks fine while cost per customer does not, because they are different numbers measured on different data.

This check is part of every package, from the €199 Start audit upwards. We work with read-only guest access, so nothing in your account or your CRM changes while we look.

Recognize yourself?

These are real problems our clients come to us with. If at least one sounds familiar, an audit will show what to fix.

You spend on ads but get no calls or sales
Money is flowing out but customers aren't coming in. Usually the problem is in settings: wrong keywords, weak targeting, or ads shown to the wrong people.
Clicks are there but leads aren't coming
People click on ads but don't submit inquiries or call. The reason is a mismatch between the ad and landing page, or the ads attract the wrong audience.
Cost per lead grows every month
Yesterday a customer cost €5, today €15. Without regular audits, campaigns "age": competition grows, bids rise, but settings stay old.
You're not sure your contractor is doing a good job
Your agency or freelancer sends monthly reports, but you can't tell whether the numbers are normal for your niche or whether someone else could double them. An independent audit benchmarks both.
You launched ads yourself and aren't sure everything is right
Google Ads is a complex platform with hundreds of settings. One mistake in keyword match type or missing negative keywords can waste 30-50% of your budget.
No conversion tracking: you don't know what works
If Google Ads doesn't know which clicks lead to sales, it can't optimize campaigns. It's like running a business without accounting.
Small budget and every euro counts
For small business, the ad budget is limited. An audit finds where you're losing money and redirects the budget to what actually brings customers.
Facebook/Instagram ads aren't delivering results
Campaigns are running, money is being spent, but there are no leads. Usually the problem is in audiences, creatives, or the wrong funnel.

Undetected waste keeps spending your budget for as long as it goes unreviewed. Book a free preliminary audit →

Audit Pricing

Preliminary audit is free. Individual approach for each account.

The Start audit costs €199 and covers one platform, Google Ads or Meta. Professional (€399) audits Google Ads and Meta together with conversion-tracking verification and a competitor ad review. Expert (€750) adds the Shopping and Performance Max review, a landing-page conversion pass and an independent contractor evaluation.

Start
€199
Report in 3-5 business days
Businesses with 1-2 ad campaigns
  • Google Ads or Facebook/Instagram Ads audit
  • 39-parameter account check
  • Budget waste detection
  • Keyword & targeting review
  • 10+ actionable recommendations
  • 30-min video consultation
Get Ads Audit
Most Popular
Professional
€399
Report in 3-5 business days
Multi-platform advertisers
  • Google Ads + Facebook/Instagram Ads
  • Full 39-parameter audit per platform
  • Conversion tracking verification
  • Competitor ad analysis
  • Priority action plan
  • 60-min video consultation
Get Ads Audit
Expert
€750
Report in 5-10 business days
High-spend accounts & agencies
  • All ad platforms full audit
  • Landing page conversion review
  • Independent contractor evaluation
  • Shopping & Performance Max audit
  • ROI-based priority roadmap
  • 90-min consultation + 14 days support
Get Ads Audit

Which package fits you

Your situation Package
One platform, one or two campaigns Start
Google Ads and Meta running together Professional
Shopping / Performance Max, or evaluating a contractor Expert

Not sure which tier? Send your site and the free preliminary check tells you which one fits.

Why a fixed price instead of a percentage of your ad spend

Our fee does not grow with your budget. A high-spend account pays the same as a small one at the same scope, so you know the total before you start. Percentage-of-spend arrangements tie the fee to how much you spend rather than the work done. A fixed scope keeps the incentive the same whether your account is small or large.

How CyberLab compares to alternatives

Provider Price Turnaround
CyberLab ✓ €199-750 3-10 days
Digital Agency €1,500-5,000 4-8 weeks
Freelancer €50-300 No guarantee

A CyberLab ads audit runs €199 to €750 and lands in 3 to 10 business days, versus agency projects that typically run into the thousands over several weeks. Figures for other providers are illustrative market ranges, not quotes.

If we don't find 10 actionable issues, full refund

Fixed price, and no strings attached

You get a free preliminary audit before you pay, read-only access means we change nothing in your account, and the report is yours to act on however you like: in-house, with your current agency, or with us.

Free preliminary audit
Read-only access, nothing changes
Transparent pricing on this page

Prefer not to fill in a form? Write us on Telegram (t.me/cyberlabteam) or WhatsApp (+48 668 155 303).

What your report looks like

The full report runs 30 to 50 pages plus a prioritized fix list. Below is the structure, not a real client. A redacted sample PDF is available on request before you pay.

1 · Scorecard summary
Account setup
pass / warn / fail
Budget waste
pass / warn / fail
Keywords / audiences
pass / warn / fail
Creatives
pass / warn / fail
Tracking
pass / warn / fail
Fix priority
pass / warn / fail
2 · Section by section
Account setup and structure
Where the budget leaks
Keywords, match types and audiences
Ad creatives and Quality Score
Conversion tracking and attribution
3 · Prioritized fix list
Quick wins to fix first
Bigger changes worth the effort
Lower-priority items for later

Example structure, not a real client report. No client data or numbers shown.

Real Results from Recent Audits

Anonymous client cases, names withheld by agreement

E-commerce · Poland
-37% ad spend, +22% conversions

Found €180/mo in irrelevant keyword spend. After budget reallocation to high-intent queries, results visible within 4 weeks.

Local Service · Germany
-43% cost per lead

Conversion tracking was broken, 60% of leads not counted. Fixing attribution revealed the best campaign was paused by mistake.

SaaS Company · Estonia
+2.8× CTR, +34% leads

Facebook audience overlap caused severe ad fatigue. After restructure, frequency dropped from 8.2 to 2.4.

Platforms we audit

Google Search AdsGoogle Display NetworkGoogle ShoppingYouTube AdsGoogle RemarketingFacebook AdsInstagram AdsFacebook Pixel

Preliminary audit, free. Response within one business day.

Who performs your audit

Your account is reviewed by certified specialists, not an automated scan. The team holds Google Ads certifications across Search, Display, Video, Shopping and Mobile, plus Google Analytics IQ, so both the campaign side and the tracking side are checked by people who work in these platforms daily.

  • Verifiable Google Partner profile you can open and check yourself.
  • Google Ads Search, Display, Video, Shopping and Mobile certifications, plus Google Analytics IQ.
  • Participation in the Google Product Experts program, used as a knowledge and escalation channel.
Google Partner

Process

How It Works

01

Free Consultation

We analyze your current situation within one business day, at no cost.

02

Detailed Audit

Full report delivered in 3-5 business days with prioritized fixes, 5-10 on the Expert tier.

03

Video Walkthrough

We explain every finding and answer your questions live.

04

Roadmap

Clear, prioritized action plan with timeline and expected results.

What happens after the audit: three paths

The report is yours. There is no obligation to hire us for the fixes, either way.

Do it yourself

Implement the prioritized fix list on your own. Each item is written to be actionable, ordered from quick wins to bigger changes.

Hand it to your team

Give the report to your current agency or freelancer. It is written so any competent Google Ads or Meta Ads specialist can execute it without us.

Ask us to implement

If you want our team to do the fixes, we quote separately based on scope. No obligation either way.

Check a few things yourself for free

Three quick checks you can run today without any tools, plus the issues we run into most often. The paid audit is the systematic 39-parameter version of the same review.

Free self-checks
  • Submit a test lead on your own site, then confirm the conversion actually fires in GA4. If nothing lands, the account is optimizing blind.
  • Open the Search terms report and scan for obviously irrelevant queries you are paying for. Those are missing negative keywords.
  • Check whether auto-applied Google recommendations are switched on. They can change bids and match types on their own.
What we find most often
  • Broken or double-counted conversion tracking that misreports what is working.
  • Missing negative keywords spending budget on searches that never convert.
  • Meta audience overlap between ad sets, which drives up frequency and ad fatigue.
  • Ad-to-landing-page mismatch that hurts Quality Score and wastes clicks.

What does this look like in practice?

A typical example from our work: a client came in convinced their best-performing campaign was underdelivering. On review, the conversion tag was firing twice on one thank-you page and not at all on another, so the numbers they were judging campaigns by were wrong. We mapped which conversions were real, flagged the search terms burning budget on off-topic queries, and put the fixes in order of impact. From there the client decided which items to run in-house and which to hand to their agency.

Anonymized example of our process, not a promise of results.

Frequently Asked Questions

How do I connect my CRM to Google Ads, and why does the audit start there? +
Through offline conversion import. Google gives every click a GCLID, your CRM stores that ID against the lead, and once the deal closes you send back what the lead was actually worth. Where the GCLID is missing, for example on phone calls, enhanced conversions for leads does the same job with hashed contact data. Until that loop exists Google optimizes toward form fills, and it will happily buy you a hundred worthless ones. On lead generation accounts we check this first, because a broken conversion feed usually wastes more budget than keywords and bids combined.
How often should I audit my Google Ads account? +
There is no interval that fits every account, but two triggers are reliable. Audit when something structural changes: a new campaign type, a site migration, a change of agency, or a large budget increase. And audit when the numbers drift for several weeks with no explanation you trust. Accounts left alone for a year accumulate settings nobody remembers approving, while auto-applied recommendations keep working in the meantime. Between paid audits, the free self-checks listed further down this page catch the obvious cases at no cost.
Why can't I see my keywords in Google Ads? +
Usually one of three reasons. You are looking at the search terms report rather than the keywords tab, or the other way round. Or the campaign type has no keywords to show, because Performance Max and Demand Gen do not expose them at all. Or Google is withholding low-volume search terms for privacy, which it does routinely, so part of your spend is never itemized. Knowing which of the three applies changes what you can actually control, and we establish it before recommending anything.
Is adding too many keywords bad for Google Ads? +
The count is not the problem, the spread is. A thousand keywords across sensible ad groups is fine. Fifty keywords in one ad group, all served by the same generic ad, is not: nothing collects enough data to learn from, and relevance drops for every one of them. In audits the symptom we see most often is not too many keywords, it is too many keywords with no negatives underneath them, so the account quietly pays for search terms nobody would have approved.
Can I bid on competitor brand names? +
Bidding on a competitor name as a keyword is allowed by Google in most regions. Putting their trademark in your ad text is not, and they can file a complaint that gets the ad disapproved. The commercial answer is separate from the legal one: competitor terms usually convert worse and cost more than your own brand terms, so they suit a specific campaign rather than a permanent line in the budget. In the audit we flag them when they consume spend without producing sales.
How can I see what ads my competitors are running? +
Google publishes this itself, for free. The Ads Transparency Center shows the ads any advertiser is currently running, by region, which covers creatives and formats. What it does not show is their budget, their keywords or their results. Paid tools that claim to reveal those numbers produce estimates from models, they do not read anyone else's account, so treat the figures as direction rather than fact. In the audit we use competitor ads to judge how your offer reads next to theirs.
Do you review my ad copy, and how do I write better ads? +
Yes, ad copy is part of the audit. The recurring finding is not weak writing but a mismatch: the ad promises one thing, the landing page shows another, and the click gets paid for twice. Beyond that, the mechanics matter more than the phrasing. Pin the headlines that must not move, so responsive ads cannot assemble a claim you never made. Match the ad to the search term rather than to your product name. And state the price when it is a good one.
What is an ads audit and why do I need one? +
An audit is a detailed review of your ad campaigns in Google Ads and/or Facebook Ads. We analyze account structure, keywords, ads, targeting, conversions, and budgets. The goal is to find where you're losing money and how to get more customers with the same budget. We've audited 1,000+ ad accounts since 2015.
How is this different from Google Ads Management? +
This is a one-time audit: we review your account once, hand you a report with a prioritized fix list, and you decide what to do next. Google Ads Management is an ongoing monthly retainer where we run and optimize your campaigns for you. Many clients start with the audit to see what needs fixing, then choose whether to implement it themselves or move to ongoing management. See our Google Ads Management retainer at /services/google-ads/.
How much does an audit cost? +
Ads audit starts from €199. The price depends on the number of campaigns and ad platforms (Google Ads, Facebook, Instagram). Across our audits since 2015, accounts often carry recoverable waste and the report gives you a specific optimization plan, so many clients recover the fee from the first fixes. Individual results vary by account, niche and budget.
How quickly will I get results? +
The Start and Professional audits are ready in 3-5 business days, Expert in 5-10. You receive a detailed report with specific recommendations, what to fix first ("quick wins") and what to optimize long-term. After implementing recommendations, first improvements are visible within 2-4 weeks.
What if I need campaign setup from scratch, not an audit? +
We do both setup and audits. If you don't have an ad account: we'll create, configure, and launch campaigns. If you already have one, we start with an audit so you don't waste money redoing what already works.
Am I obligated to work with you after the audit? +
No. The audit is an independent review. You receive a report with recommendations and can implement them yourself, pass them to your contractor, or order implementation from us. No lock-in: clients stay because results, not because of a signed contract.
What do you check in Google Ads? +
39+ parameters across 4 blocks: (1) Campaign strategy: budgets, bids, schedule, geo; (2) Keywords: relevance, match types, negative keywords; (3) Ads: copy quality, extensions, A/B tests; (4) Conversions: tracking, attribution models, Analytics integration. Plus competitor analysis and growth opportunities.
What do you check in Facebook/Instagram Ads? +
We analyze campaign structure and naming conventions, audience segmentation (cold/warm/retargeting with lookalike and custom audiences), creative quality and fatigue indicators, the full conversion funnel from ad to landing page, Meta Pixel and Conversions API tracking setup, ad frequency and overlap between ad sets, budget distribution across campaigns, and ad format effectiveness. We also review account-level settings like attribution windows and optimization goals.
I have a small budget (€300-500/mo). Is an audit worth it? +
A small budget is exactly when an audit pays back fastest. If you spend €500/mo and 30% leaks to waste, that's €150 a month, €1,800 a year. A €199 audit finds those leaks and redirects every euro to what actually converts.
How is your audit different from free automated tools? +
Automated tools check technical aspects: broken links, duplicates, basic settings. Our audit is done by a live specialist with Google Ads certifications (Search, Display, Video, Shopping, Mobile). We analyze business logic: is your advertising targeting customers ready to buy?
I have a contractor. Why do I need your audit? +
An independent audit is a second opinion on your contractor's work, not a competitor pitch. If they're doing well, you get confirmation in writing. If there are issues, you get them documented with specific examples and recommended fixes.
What do you need from me to get started? +
Just access to your ad accounts (Google Ads, Facebook Business Manager). This is guest access: we don't change anything, only analyze. You receive a report in 3-5 business days, or 5-10 on the Expert tier, and we discuss results on a video call.
Can I see a sample audit report before paying? +
Yes. We send a redacted 15-page PDF sample from a past Google Ads + Meta Ads audit (client name removed, account screenshots blurred) so you can evaluate depth, structure, and how specific the recommendations are. The full report is typically 30-50 pages plus a prioritized fix list your in-house team or agency can execute.
What is NOT included in the Ads Audit? +
The audit covers Google Ads and Meta Ads (Facebook + Instagram). We do not audit LinkedIn Ads, TikTok Ads, X/Twitter Ads, or programmatic DSPs, those are separate engagements. We also don't write new ad creative, build landing pages, or rebuild conversion tracking inside the audit price; those are implementation deliverables.
Do I have to hire you for implementation afterwards? +
No obligation. About half of our audit clients implement with their in-house PPC specialist or existing agency. The report is written so any competent Google Ads / Meta Ads specialist can execute it without us. If you want our team to implement fixes, we quote separately based on the scope.
How do you handle access to Google Ads, Meta Business Manager, and GDPR? +
We request read-only access via your email invite, we never ask for passwords or take admin rights. Access is limited to the 1-2 specialists on your audit and you revoke it with one click after delivery. We are EU-registered (CyberLab.Team OÜ, Estonia) and operate under GDPR; a DPA is available on request.
Will the audit interrupt or pause my running campaigns? +
No. We work with read-only guest access and change nothing in your account. Your campaigns keep running exactly as before while we review them, and you act on the findings only when you choose to. If you later decide to implement fixes, that happens on your schedule, in your account.
Do you audit Google Shopping and Performance Max campaigns? +
Yes, in the Expert package, including a review of the product feed and asset groups. The Start package covers a single platform (Google Ads or Meta) and Professional covers Google Ads and Meta together; Shopping and Performance Max depth sits in Expert so the tier boundaries stay clear.
Why a fixed price instead of a percentage of ad spend? +
A percentage-of-spend fee grows with your budget regardless of how much work the audit actually takes. Our scope is fixed, so the price is known upfront and a small account and a large one pay the same for the same review. The incentive stays the same either way, and there is nothing tied to how much you spend.
My account is new or has little spend history. Is an audit still useful? +
Yes, with one honest caveat. A setup-stage audit catches tracking, match-type and targeting mistakes before you scale budget, which is exactly when they are cheapest to fix. But with little data, some conclusions that depend on volume, like which creatives win, are limited, so we say so plainly and focus on the structural checks that hold regardless of spend.
Can you deliver faster than 3 to 10 business days? +
The timeframes are fixed to protect audit depth: reviewing 39 parameters across your account and, where relevant, both Google Ads and Meta takes the time it takes to be thorough. We do not run a rushed version, because a faster pass would mean a shallower review. If timing is tight, tell us your situation and we will be straight about what is realistic.

Not what you need?

Need campaigns built and managed every month, not just reviewed once? See our Google Ads Management retainer.

See Google Ads Management

Proof before you order

A similar case

Phone Repair Service (no website)

Google Ads, Facebook & Instagram Ads, GMB

An example of the deliverable

Google Ads change log

Example, not a client's data

Ready for the audit?

Send the site or the account and get a free preliminary check first: the biggest issues, the tier that fits and the fixed price. You decide after that.

Order the audit

No commitment. Response within one business day.